Plan de exportación de pitahaya cáscara roja por la asociación de pequeños productores del cantón Arenillas hacia el mercado alemán.

Abstract

Developing countries, such as Ecuador, must promote the production of exportable products to improve the trade balance. The pitahaya has proven to be, in recent years, a product of great acceptance in the German market, which has increased the import of pitahaya from 0.3 tons in 2019 to 5.0 tons in 2020 and, to 28.9 tons in the year 2020. year 2021. These percentages show the growing demand for this product by the German market, in addition to being a great commercial opportunity for the producers of this fruit in the Ecuadorian country. This work has the purpose of encouraging pitahaya producers from the Arenillas canton to export directly to the European market to take advantage of their production. To achieve this end, it is necessary to form an association and obtain an international Fair-Trade certification. The marketing strategy to be used for product positioning is the marketing mix. The qualitative method is used for the collection and analysis of information from different documentary sources, statistical-mathematical methods are also used for the tabulation of statistical information. The analytical-synthetic and inductive and deductive theoretical methods were used to assess the current situation of the export of the Ecuadorian pitahaya in the German market, as well as the method of review and analysis of documents for the collection and analysis of all the information. necessary.